Google Shopping is one of the most profitable channels for webshops. But the results stand or fall with your product feed. That feed is the file that sends all your product information to Google: titles, descriptions, prices, images, stock status. The better that data, the more relevant the products Google shows.
Product titles and feed optimisation
Start with your product titles. This is the most important field in your feed. Use the format: Brand + Product type + Key feature + Colour/Size. For example: "Nike Air Max 90 Running Shoe Black Men" instead of "Air Max 90". Google matches search terms to your title, so the more specific it is, the better you show up for the right searches. The same logic applies to descriptions: use natural search terms customers actually type.
Using Performance Max wisely
Performance Max (PMax) is now the standard for Shopping campaigns. It combines Shopping, Display, YouTube and Search in one campaign. The key to success: good asset groups. Create separate asset groups per product category, not one big bucket with everything in it. Add strong images, videos and copy per group. And importantly: exclude brand names and irrelevant searches with negative keywords at account level. Our Google Ads specialists set this up step by step.
Smart Bidding does the heavy lifting, but you have to give Google the right data. Make sure your conversion tracking is correct, not just purchases but the value per purchase. Many webshops only measure "transaction complete" without the revenue value. That makes it impossible for Google to optimise on ROAS. Also check whether you have server-side tracking running alongside your standard pixel: because of iOS restrictions you otherwise miss up to 30% of your data.
Measuring real ROAS
Measuring real ROAS is more than what Google shows you. Calculate your actual margins, subtract returns, and look at new vs. returning customer revenue. A ROAS of 5x sounds great, but if 80% are repeat purchases that would come anyway, your real acquisition ROAS is much lower. Build a simple dashboard that combines Google data with your Shopify or WooCommerce data. Have a look at our cases to see how we approach this.